Online Exclusive: Marketing News

SONY NAMES NEW CHIEF MARKETING OFFICER

Mike Fasulo Was Head of Sony eSolutions

By Published on .

YORK, Pa. (AdAge.com) -- Sony Electronics named Mike Fasulo as its new chief marketing officer late yesterday in a surprise move that comes even as the consumer electronics giant nears the end of its $100 million advertising agency review.
Related Stories:
SONY INTRODUCES NEW CHIEF AND NEW PRODUCTS
Howard Stringer Wants Tighter Links Between Electronics and Entertainment
SONY RETAINS CONSULTANT FOR AD ACCOUNT REVIEW
Move Follows Recent Split with Y&R
SONY ENDS RELATIONSHIP WITH Y&R AGENCY
Fallon Favored to Get Electronics Ad Account

The announcement also comes just six weeks after Sony promoted its U.S. chairman-CEO, Howard Stringer, to chairman-CEO of all Sony Corp. In recent years, Sony's image as a consumer electronics titan has slipped, as market share has bled away to more innovative and aggressive competitors like Apple Computer and Samsung Electronics. Mr. Fasulo's promotion appears to be the latest in an organizational shuffle designed to get Sony's product development and marketing back on track.

Sony eSolutions
Mr. Fasulo takes over for Mark Viken, who was recently named senior vice president for new-business development. Mr. Fasulo was most recently the president of Sony Electronics eSolutions, overseeing direct-to-consumer sales and marketing, including Sony Style and Qualia retail stores.

Mr. Fasulo will continue to head Sony Electronics' direct marketing, Web services, Qualia, the QRIO biped robot initiative and the Sony AIBO entertainment robot unit.

In a recent interview with Advertising Age about the company's Sony Style stores, Mr. Fasulo said the stores reflect the lifestyle brand by showing consumers how Sony's products fit into their lives. "The real objective here is we're going to take control of the Sony brand and Sony products," he said. "The message is not diluted and not filtered."

New creative positioning
As CMO, he'll have a much bigger audience and more visible opportunity to send that message straight to consumers, with new creative positioning and executions likely soon after the end of the advertising agency review.

Four contenders remain in that review: Havas' Arnold, Boston, and McKinney & Silver, Raleigh, N.C.; Publicis Groupe's Fallon, Minneapolis, and Saatchi & Saatchi, New York, pitching with sibling Team One, El Segundo, Calif., according to an executive familiar with the review.

In this article:
Most Popular